What's Happening?
Victoria's visitor economy has experienced significant growth, reaching a record $46 billion in tourism spending for the 12 months ending September 2025. This growth was driven by increased international expenditure from key markets such as China and
India. Chinese visitors spent $3.1 billion in Victoria, marking a 22.4% increase year-on-year, while Indian visitors contributed $808 million, growing by 38.1% compared to the previous year. Victoria maintained its position as the nation's second-largest visitor economy, capturing 24.3% of the market share. The growth was supported by strategic partnerships with global hotels, airlines, and major travel agents, as well as new airline routes and marketing initiatives targeting international markets.
Why It's Important?
The record growth in Victoria's visitor economy highlights the region's successful strategies in attracting international tourists, which is crucial for economic development. The increase in tourism spending supports local businesses, creates jobs, and boosts the state's overall economic health. The partnerships and marketing efforts have positioned Victoria as a leading destination, enhancing its competitiveness in the global tourism market. The growth also underscores the importance of international markets like China and India, which are vital for sustaining and expanding the visitor economy.
What's Next?
Victoria plans to continue leveraging its major events calendar and strategic partnerships to sustain growth in the visitor economy. The state aims to increase regional dispersal and domestic tourism through initiatives outlined in Visit Victoria 2030. The focus will be on supporting year-round growth and enhancing visitor experiences to attract more travelers. The upcoming holiday season is expected to be busy, contributing to a prosperous time for Victoria's visitor economy.
